Brands are now poised to take over the most valuable real estate on the internet, enabled by dotBrand Solutions (www.dotbrandsolutions.com), a new service launched today. dotBrand Solutions will empower brands to acquire, manage and profit from new top-level domains (TLDs), as an outsource supplier to CMOs, brand managers and digital marketing executives from global domain name registry CentralNic.

New TLDs are the result of a proposed policy change by domain name regulator ICANN. Rather than ending a web address with the traditional ".com" extension, companies will soon have the option to end with their own brand name, such as .canon or .unicef. Brands will also have the opportunity to run their own generic TLDs such as .toys or .luxury.

"Companies are scrambling to educate themselves about the new "TLD" digital landscape and the role of their own top level domain in the marketing mix, and even in the product mix," said Ben Crawford, CEO, CentralNic. "The new policy from ICANN opens up incredible opportunities but will also raise many questions. DotBrand Solutions is complementary to brand consultants and legal advisors. We equip companies with intelligence on best practice and innovation in this new space, while also serving as a turnkey outsource solution to handle the technical execution."

Among many benefits, the introduction of .brand TLDs will enable brands to enhance their online visibility and create a cohesive internet presence across multiple websites (such as retailers' and distributors'), which the brand owner can control. .brand TLDs will also reduce cybersquatting, knock-off sites and brand abuse.

An end-to-end service, dotBrand Solutions will guide brands through the financial, operational and technical requirements for .brand TLDs, starting with a complimentary business assessment. Services include:

ICANN application

Technical outsource solutions that exceed ICANN specifications

Peer group intelligence

Integration with existing domain name management systems

Representation of client brands in ICANN policy-making forums

Powered by CentralNic, dotBrand Solutions is founded on 15 years of continuous domain industry experience. CentralNic is the Registry Service Provider of choice for new TLDs requiring proven secure and stable technology, global distribution, expertise in domain sales and marketing, and even financing — with special programs for .brand domains, IDN domains, and not-for profits.

About CentralNic

CentralNic PLC is a registry service provider, which derives revenues from the sale of internet domain names. CentralNic Limited owns a very valuable premium domain portfolio, and uses some of the domains such as us.com as Second-Level Domain extensions. CentralNic uses its in-house developed IT platform to distribute its own domain names and those of third parties to a global network of retailers ("registrars"), which sell these to end users. Learn More